A Study On The Brand Strategy Of FH Group

Market competition now has reached the degree from product competition to brandcompetition, brand is more and more important in the growing competition in the market,companies with high brand value not only to firmly capture the market, will bring lastingbenefits to the enterprise, but also establish a good image in the eyes of customs, lay thefoundation for the sustainable development of enterprises. Brand strategy is an importantmeans to enhance brand value and competitiveness of enterprises.The Brand strategy of a group at home mostly focuses on the product class group. ForFH Group, which based on the architecture about the diversified company is just abeginning.with the continuous expansion of the FH Group’s business, the FH Group’s brandstrategy is about to upgrade. In the process of implementing the brand strategy, FH Groupconfronts challenges from the macro environment and industry environment. Such as, theexternal business environment, the increasing market competition, the rising material costsand labor cost and various types of risk in the actual course of business, the financingbottlenecks and so on. However, FH Group has a certain size and brand influence in thefield of planning, designing and construction. Its leading innovative business model has theadvantage that other companies do not have, while the FH Group with a high-qualityleadership team. These advantages can be thought as a poise to win in the changing marketenvironment and ensure the implementation of Brand strategy smoothly.The thesis takes FH Group for example, which detailed introduces FH Group overview, includingthe basic situation, main business, organizational structure, human resources and group strategy of FHGroup. In addition, we know FH Group’s brand development process and the external environment,internal environment and SWOT analysis. The thesis deeply explores the dynamic relationshipbetween the Group strategy and the Brand strategy. Through the analysis of the thesis, theauthor knows how the corporate carry out brand positioning under the guidance of theBrand strategy and protect the brand in order to foster a good and healthy company image.